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CCHM identifies with accountant

CCHM is in line to work on accountant BDO Stoy Hayward’s international identity, having completed a rebrand of the firm’s UK operation, it has emerged this week.

The London office is taking the lead in brand development and this may ‘act as a catalyst’ for a review of the global marque within the next year, according to BDO Stoy Hayward UK marketing director Neville Page.

The firm has around 20 offices in the UK and nearly 100 worldwide. The logotype was the only element not updated by CCHM in the UK rebrand as it is an ‘international property’, Page adds.

BDO Stoy Hayward sees its market as ‘growing businesses’ and the brief was prompted by a wish to re-examine its identity and values as a ‘progressive’ service brand.

‘It wanted to differentiate itself in what is an incredibly me-too market,’ says a spokesman for CCHM.

‘It’s about the shift from being seen as a staid, fuddy-duddy business to resurrecting as a modern, in-tune professional services firm.’

A new corporate palette, embracing both pastel and vivid colours, has been introduced, as well as a more illustrative style of graphics and engaging tone of voice (brochure pictured).

‘In common with many business-to-business brands, we tended to use a lot of library stock [photography] of people in business situations,’ says Page.

‘It often looked staid and ordinary. The new imagery is people-oriented and vibrant.’

Head of design Nick Patchitt led the creative team. The group was appointed around 16 months ago, without a pitch, having worked previously with Page at another company.